In a report, It’s Showtime consistently beat its rival noontime show on weekdays and was able to get as high as 3 points advantage over Eat Bulaga.

It’s Showtime started the week strong with a national TV rating of 16.6% (January 18) maintaining its lead over Eat Bulaga’s 14.9%.

The Kapamilya noontime show hit 16.6% vs rival’s 14% last January 19, and scored 16.7% vs rival’s 14.4% last January 20.

Since the start of the year, It's Showtime introduced new segments such as guessing game 'TrabaHula' and the comeback of talent search show "Tawag ng Tanghalan." The latter is said to give good ratings to the Kapamilya show.

While the Kapamilya noontime show is rejuvenating and claiming the lead on daytime block, marketing expert Josiah Go and other entertainment websites observed that the Kapuso longest running noontime program now reached its plateau and the Aldub tandem of Maine Mendoza and Alden Richards is possibly losing its appeal.

The AlDub phenomenon which started in July 2015 helped Eat Bulaga's audience share to skyrocket from base of 2.5 million households to 6.2 million during the Tamang Panahon concert on October 24.

Go pointed out that Eat Bulaga "showed a rapidly declining base of viewers" in November and December 2015. "This further dropped to 3.3 million on December 19 and finally to 2.65 million on December 26," he said.

The observation on Eat Bulaga's rating drop was based on Kantar Media Philippines data. He further said that the decline in audience share being experienced by Eat Bulaga "Kalyeserye" can be attributed to two factors: Maine was able to finally meet Alden in person during the "Tamang Panahon" concert and she lost her mysterious quality since viewers were able to hear her real voice.

In span of six months of AlDub dominance, Eat Bulaga was able to get as high as 50.8% of ratings for the "Tamang Panahon" event at the Philippine Arena. It's Showtime on that period registered a TV rating of 5.4% only in Mega Manila.

However, a big decline in TV ratings were observed in December 2015 on which Eat Bulaga's weekday ratings were on 23+ up range. From January 1-16, 2016, Eat Bulaga's lowest Mega Manila rating reached 21.3% last January 6 while no episode has yet reached 30%.

Eat Bulaga remains to be the most-watched show in the daytime block with It's Showtime now getting double digit rating according to the data of AGB Nielsen.